Public expectations of localisation key to business success in the UAE, SEC Newgate report finds

Business

Public expectations of localisation key to business success in the UAE, SEC Newgate report finds

Public expectations around localisation, transparency and real-world impact are playing a decisive role in how businesses are judged in the UAE, according to the SEC Newgate 2025 Impact Monitor. The findings highlight that companies which manufacture, hire and source locally, while demonstrating strong environmental and social responsibility, are more likely to earn public trust and support.

The fifth annual global study by SEC Newgate, a strategic communications, advocacy and research group with offices in Dubai and Riyadh, surveyed more than 20,000 people across 20 countries and territories. This year’s report marks a shift from the group’s former ESG Monitor to the Impact Monitor, reflecting a global move away from broad ESG narratives towards a sharper focus on local outcomes and tangible community impact.

In the UAE, respondents placed a high premium on responsible business conduct. Some 92 per cent of participants rated it as highly important for large companies to behave responsibly, compared with 84 per cent for small and medium-sized enterprises, underscoring the higher standards expected of larger organisations.

Airlines, banking and technology emerged as the top-performing industries in terms of responsible behaviour, with 90 per cent of respondents scoring these sectors between seven and 10 out of 10.

Localisation strongly influences public perception

The research shows that localisation significantly shapes how businesses are perceived in the UAE. Around 84 per cent of respondents said they feel more positive about companies that manufacture products locally, while 77 per cent view businesses more favourably when they also source components or raw materials locally.

Support for sustainability and energy transition remains strong. Nearly 90 per cent of respondents expressed positive sentiment towards the UAE’s energy transition, and more than eight in 10 said it is important to move towards renewable energy and take action on climate change. ESG issues continue to attract strong interest, with 86 per cent of respondents keen to learn more.

Optimism about the country’s direction also remains exceptionally high. The UAE ranked among the top countries globally, with 98 per cent of respondents believing the nation is heading in the right direction, placing it alongside Saudi Arabia, Singapore and India, and well above the global average of 48 per cent.

Global context and business implications

Released ahead of the World Economic Forum in Davos, the report reflects a world in which ESG frameworks are increasingly defined at a local level. Communities are assessing organisations based on their contribution to local jobs, investment, workforce outcomes and environmental impact, rather than global commitments alone.

Elena Gramatica, Founder and CEO of SEC Newgate Middle East, said the findings demonstrate how communities are holding businesses more accountable for their impact. She noted that organisations that are transparent, prioritise localisation and act with purpose are increasingly recognised, adding that UAE residents are particularly motivated to hold businesses to account on climate and sustainability issues.

On the global findings, Fiorenzo Tagliabue, Group CEO of SEC Newgate, said corporate reputation has shifted markedly over the past year, with people judging companies by the tangible impact they deliver in the communities where they operate. He added that the challenge for global businesses lies in balancing diverse local expectations while maintaining a coherent and credible global strategy.

The report concludes that framing impact efforts through a local lens is becoming essential. Despite potentially higher costs, communities increasingly favour businesses that manufacture, hire and source locally, linking these actions to stronger trust and improved corporate reputation.

As global leaders convene in Davos, the 2025 SEC Newgate Impact Monitor provides timely insight for organisations navigating reputational risk and opportunity in an era defined by localisation, fragmentation and rising stakeholder expectations.